Word of Mouth
I was especially impressed by Jonathan Carson's Measuring Word of Mouth presentation. Key takeaways:
1) WOMunit: "A single unit of marketing-relevant information" - I'm going to use the heck out of this term.
2) Great examples of WOM stand-alone success and success in conjunction with other strategies.
3) Measuring WOM's impact through a WOM receiver's actions.
4) Humility: The association understands the importance of setting goals, identifying its weaknesses and addressing growth.